NEW YORK — Walgreens is collaborating with Challenged, a new social competition app, for a summer beauty tips contest.
The drug chain said Tuesday that those downloading the free Challenged app will find it populated with a challenge from Walgreens, which asks users to bring their best summer beauty tip to life in a 12-second video using CIRCA Beauty or Nonie Creme Colour Prevails products, which are available exclusively at Walgreens.
Beauty expert Lauria Locsmondy of the Walgreens social and content creative team will judge the top three “viewed” Beauty Challenge videos submitted based on the use of CIRCA and/or Colour Prevails items as main component of the look (required to participate), providing clear steps to achieve the look, and creating a summer-relevant look.
The top submission chosen will win best-selling products from the two beauty lines. The 30-day video challenge will run from June 9 through July 8 with the official Walgreens beauty challenge hashtag: #BeautyChallengeContest.
“Video continues to be a compelling way to tell a great story. Today, more than ever, user-generated content inspires action and connects brands with customers,” Adam Kmiec, senior director of mobile, social and content marketing for Walgreens, said in a statement. “We believe the Challenged collaboration will be an effective and unique approach to reaching a key consumer audience and driving omni-channel conversions.”
Currently available for iOS at the iTunes App Store, the Challenged app enables individuals and organizations start their own social media challenges or engage with brands and influencers to compete for prizes and benefit charities. The social-based competition is supported by a single, robust platform that simplifies challenge management.
With the Challenged App, brands have an opportunity to create branded content that goes beyond product-focused content and fosters meaningful, sustained dialogue that adds value to all parties involved, according to Jason Neubauer, chief executive officer of Challenged.
“In acting as ‘people talking to people’ rather than ‘marketers talking to consumers,’ brands can engage in a two-way dialogue that is innately real and emotional,” explained Neubauer. “By focusing on emotional stories and high-quality, inventive production, brands have a real opportunity to establish a unique and memorable social presence.”